He really should embrace it, and own it. Make sure the devs are doing anything wrong or BS, and take a good chunk of their profits. I think the devs would agree to a crazy % that he gets purely because he would basically be marketing it. If he gives it a following, then it should help drive the price up and make it worth their while.

On the other hand... there is probably a back room deal where he will get X% of their earnings and he publicly states that he doesnt support it, and keeps fighting them on it , giving it press, and food for trolls. ( This option actually sounds legit)